Niklas Pettersson, Berlin

Fractional product and growth lead for travel-tech and B2B SaaS.

I build it, ship it and sell it. 10+ years building and scaling digital platforms across travel-tech and SaaS. Previously Senior Digital Product Lead at HomeToGo (Interhome), a €400M vacation-home operator, and co-founder and CEO/CPO of Instaroom, a VC-funded travel-tech startup. I build products backwards from the decision, which is why the things I ship tend to sell, retain and scale.

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Selected work

Three results from enterprise, startup and regional leadership, and what it took to get there.

2022–26

HomeToGo (Interhome)

Senior Digital Product Lead

Visit the Homeowner Portal

90%+ Homeowner Portal adoption in three months, and 20% growth in a €70M+ B2C channel

The challenge
Lead the digital transformation of a €400M vacation-home operator, improving platform efficiency and user engagement across 40K+ properties in Europe.
What I did
Launched a new Homeowner Portal that streamlined property management and automated operations.
Product-managed the B2C booking website and built up the product team around it. I defined and delivered the booking and checkout roadmap, introduced A/B testing and OKRs, established agile, cross-functional ways of working and mentored the product managers on the team.
What happened next
90%+ of active owners adopted the Homeowner Portal within three months. Direct online revenue grew 20% year on year in the €70M+ B2C channel, release cycles got 30% shorter, and conversion and time-to-market for new features improved.

2016–22

Instaroom

Co-founder & CEO/CPO

From concept to €1M+ in venture capital, and up to 25% higher direct-booking conversion for hotels

The problem
Hotels needed a way to automate guest communication and win more direct bookings.
What I did
Co-founded the company and built an AI-powered travel-tech platform with personalised, AI-driven guest communication and real-time upselling. I led a cross-functional team of 10+ across product, engineering and business development, and oversaw the technical architecture and NLP engine (Vue.js + PHP).
What happened next
€1M+ in venture capital, and a platform adopted by properties across Europe, Asia and the US, handling thousands of automated conversations a day. Clients saw up to 25% higher direct-booking conversion and 70% faster response times.

2014–16

Tourico Holidays

Regional Director of Product Development, Nordics & Baltics

300% year-on-year revenue growth across the Nordics and Baltics

The opportunity
Build Tourico's product development in the Nordics and Baltics.
What I did
Built and led the regional product development team, set a data-backed strategy, and closed multi-million-euro supplier partnerships that expanded distribution across key regional markets.
What happened next
300% year-on-year revenue growth. Tourico was later acquired by Hotelbeds.

More work

  • MetricShift

    Founder · Building now

    AI Visibility Growth Loops for Nordic service businesses. It finds where ChatGPT and Perplexity recommend competitors instead of you, publishes content to close the gap and tracks what changes.

    metricshift.co

  • AfricaNative

    Founder & CTO

    Connects travellers directly with local operators across Africa, with 300+ experiences that can be tailor-made in real time.

    africanative.com

  • Nordic Hops

    Founder & full-stack · Operational

    The Nordics' biggest hops farm, 2,500 plants, and the e-commerce platform I built to sell its harvest to Swedish breweries.

    nordic-hops.com

  • AGERUS International

    Performance Management Consultant · 2010–14

    Led global performance-management projects across APAC and the Nordics from Seoul and Lund, including a worldwide KPI programme for Sony Mobile, and helped executive teams put data-driven frameworks in place.

    agerus.com

  • Livebookings

    Account Executive · 2010

    Optimised key restaurant accounts across the Nordics with data-driven performance tracking and digital booking conversion. The company was later sold to the Michelin Group.

Career so far

  1. 2010LivebookingsAccount Executive
  2. 2010–14AGERUS InternationalPerformance Management Consultant
  3. 2014–16Tourico HolidaysRegional Director of Product Development
  4. 2016–22InstaroomCo-founder & CEO/CPO
  5. 2022–26HomeToGo (Interhome)Senior Digital Product Lead
  6. NowMetricShiftFounder

Product, code and growth, without the handoffs.

Growing companies usually hire for product, engineering and growth separately, then spend months getting them aligned. I've worked in all three: as a product lead in enterprise, as a founder and CEO/CPO overseeing the architecture, and as a regional director closing multi-million-euro partnerships. I build products backwards from the decision, so I can take a problem from customer research to shipped code to the sales conversation.

Product

Roadmaps, experimentation (A/B testing, OKRs) and agile, cross-functional teams. Digital transformation of a €400M operator, product discovery from zero as a founder, and mentoring product managers.

Build

Full-stack in Node.js, SQL, React and TypeScript, with experience in Vue.js, PHP, Java and SAP. MVPs, dashboards, internal tools, AI and NLP workflows, without over-engineering the first version.

Growth

Multi-million-euro partnerships closed, €1M+ in venture capital raised and a regional team built from the ground up. Hands-on with SEA funnels, Meta and Google Ads, landing pages and the onboarding steps that decide conversion.

Ways to work together

I help founders and businesses fix complex problems, find growth, or speed up the processes they already have. Sometimes that takes hands-on code, sometimes business development, sometimes a strategic plan. Often it's all three.

Product management, CTO or CPO

Product Development

From €5,000 / month

Available for fractional roles.

Whatever your stage needs: someone to own the product, lead the tech or set the direction. I help you build your products faster, backed by product-managing a €70M+ booking channel and taking a startup from idea to funding.

Talk about a fractional role

Hands-on code

Full-stack Development

From €5,000 / month

React, Node.js, PostgreSQL, TypeScript and more.

I help you shape your idea or problem into a product that's ready to sell, then build it end to end: from the code to payment processing.

Talk about a build

Markets and first deals

Business Development

From €5,000 / month

Outreach strategy, automation and closing.

Need to grow a market, open a new one or get a newly built product in front of buyers? I'll build your outreach strategy, automate the outreach end to end and be your first hands-on business developer, helping you close the first deals or open the new market.

Talk about growth

Not sure which fits? Book a 30-minute call and we'll work it out together.

Let's grab a (virtual) coffee.

Got an idea, a hard problem or a product that needs to move faster? Tell me about it.

Book a 30-minute call Email me
  • LinkedIn
  • GitHub
  • niklas@iamfrontend.com
  • Berlin, and wherever the work is